Entrepreneur and Shark Tank India judge Anupam Mittal has sparked conversation on social media after returning from a family vacation in Kashmir, urging people to appreciate the Valley for its unique charm rather than comparing it to Switzerland, a comparison he suggested undermines Kashmir’s distinct beauty.
Mittal, who visited Kashmir with his wife Anchal Kumar and daughter Alyssa, shared scenic moments from the trip on Instagram along with a pointed message contrasting the two destinations.
“Luxury trip to Switzerland: ₹10 lakh. Similar trip to Kashmir: ₹2 lakh. Infinite beauty in your own country: priceless,” he wrote.
In his post, Mittal described Switzerland as “pretty but sterile,” while calling Kashmir “raw, rustic, and ravishing.” He added that Kashmir is “80% cheaper and infinitely more beautiful.”
His remarks have resonated with many online, especially at a time when Kashmir’s tourism industry is attempting to recover from recent setbacks, including the tragic terrorist attack in Pahalgam that claimed 26 lives.
“It’s encouraging to see someone highlight the positive side of Kashmir after such a tragedy,” said Rohit Malhotra, a social media user from Delhi.
However, the post also drew mixed reactions. Some users pointed out the need for improved infrastructure and services to match global travel standards.
“I’ve visited both Kashmir and Switzerland. While Kashmir is undeniably beautiful, Switzerland’s civic discipline, safety, and professionalism set it apart. India has a long way to go,” said Priya Sharma, a frequent traveler.
Mittal’s comments have rekindled the larger conversation about Kashmir’s potential as a premier domestic travel destination. Long overshadowed by security concerns and instability, the region is now witnessing a revival in tourism.
“The last few years changed everything,” Mittal wrote, referring to growing interest in Kashmir as a safe and accessible holiday spot.
Anupam Mittal is the founder and CEO of People Group, the parent company of Shaadi.com, Makaan.com, and Mauj Mobile. As a prominent angel investor, he gained widespread recognition through his role on Shark Tank India, most recently appearing in Season 4, which premiered on January 6.
